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Cognitive Dissonance and Advertising Advertising deals with people’s feelings and emotions. It includes understanding of the psychology of the buyer, his motives, attitudes, as well as the influences on him such as his family and reference groups, social class and culture. In order to increase the advertisements persuasiveness, advertisers use many types of extensions of behavioural sciences to marketing and buying behaviour. One such extension is the theory of cognitive dissonance. The purpose of advertising can be to create a cognitive dissonance to generate a favourable response from the buyer toward a product or a concept.
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Introduction: Theories play a vital part in our life. Thus, the Social Learning Theory and Social Cognitive Theory has a significant impact on our lives. Both of these theories emphasis on the developmental aspect of life. Social learning theory focuses on learning come from observation. Whereas, Social Cognitive Theory is more comprehensive and emphasizes on the process of triangulate reciprocal determinism: behavior, personal factors and environment.
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Cognitive responses can be relating the message, to other messages previously exposed to or already existing knowledge of that product of service that is trying to be sold (Meyers-Levy & Malaviya 1999). This suggests then that persuasion happens when cognitive responses are favourable to the message. The proposition of the Dual-Process Model is that there is more than one means... ... middle of paper ... ...signing Persuasive Messages: Deductions from the Resource Matching Hypothesis. Cognitive and Affective Responses to Advertising, 135-59. Gilbert, Daniel T. (1991) How Mental Systems Believe.
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(2002). The Influence of Culture on Consumer Impulsive Buying Behavior. Journal of Consumer Pysychology, 163-176. Mooij, M. d. (2000). International Marketing review, pp103-113.
Journal of Managerial Psychology, 15,7, 716-736. Turley, L.W., & Chebat, J.C. (2002). Linking retail strategy, atmospheric design and shopping behaviour. Journal of Marketing Management, 18, 125–144. Turley, L.W., & Milliman, R.E.
Another important challenge for marketing management is to understand the bases on which consumer take decision between different available alternatives (Huang; Phuan and Lin, 2010). So it is important to understand how consumer identities affect consumers purchase intention regarding different choices available. Purposes of study The purposes of this study will be to investigate the different dimensions of social and personal identities, find out the effect on purchase intention and how marketing practices influence the relationship of consumer identities and purchase intention Research Objectives o To identify consumer social and personal identities. o To identify the effect of consumer identities on buying intention. o To identify how marketing practices moderates the effect of consumer identities on purchase intention.